In 2020, we all pushed our operating budgets to their breaking points. Brands were forced to eliminate unnecessary overhead for survival. Luckily, the demand to streamline actually gave a much-needed boost to many independent agencies. These smaller shops already operate on tighter budgets and aren’t beholden to a parent company. Independent agencies are scrappy and adaptable with the freedom to operate under an ask-for-forgiveness-not-permission mentality.
However, with increased freedom, comes increased challenges. Independent agencies must respond to the always-changing ad world, especially shifts in media consumption and the emergence of new technologies. However, there are unique advantages.
- Online advertising or retargeting (59%) and personalization (56%) were the top two agency trends in 2020.
- Delivering innovative ideas and attributing revenue to marketing are the top barriers to the success of a client/agency relationship according to ~46.5% of marketers.
- 70% of independent agency employees said they are happy in their jobs, compared to just 53% of those at agencies owned by holding companies.
- 70% of staffers at independent agencies also described their work environment as positive, (vs. 49% of staffers at holding company-owned agencies).
Keep scrolling for the top 10 list media agencies outside a major holding company, but still holding major client ad spend. Using the smart filters in Winmo, we compiled this list of independent agencies that handled at least $1 million in media spend over the past year. Access the full list.
|Asher Media||www.ashermedia.com||Media buying and planning||Addison, TX||(972) 732-6464|
|Buonasera Media Services||www.buonaseramedia.com||Media buying and planning||Columbia, SC||(803) 315-2497|
|Crossmedia||www.xmedia.com||Full service media agency||Los Angeles, CA||(310) 954-9009|
|Good Apple Digital||www.goodappledigital.com||Media buying and planning||New York, NY||(646) 374-0156|
|Monahan Media||www.monahanmedia.com||Media specialty||Clarkston, MI||(248) 895-8430|
|NEXTMedia, Inc.||www.nextm.com||Media buying and planning||Dallas, TX||(214) 520-9700|
|Norbella||www.norbella.com||Full-service media agency||Boston, MA||(617) 542-1040|
|Reeltime Media||reeltime.com||Media buying and planning||Kenmore, WA|
|Strauss Media Strategies, Inc.||www.straussmedia.com||Media, radio specialty||Washington, DC||(202) 638-0200|
|TouchPoint Integrated Communications||www.tpointmedia.com||Media buying and planning, full service||Darien, CT||(203) 665-7700|